Revolutionizing Marketing Strategies: A Bibliometric Analysis of Artificial Intelligence Impact on Business Success
Description
Abstract—The rapid development of technology brings innovations that enable the application of Artificial Intelligence (AI) into business. This study aims to explore the impact of use (AI) on marketing strategies, focusing on trend evolution, researcher collaboration, top publications, as well as the contribution of countries and institutions to related literature. Researchers conducted an analysis of 890 literature taken from the Scopus database using the R-tool. The study's findings show that artificial intelligence (AI) has had a significant impact in revolutionizing marketing strategies in a business context. There has been a rapid increase in AI-related publications and marketing strategies over the past few decades. This topic is becoming increasingly important in modern business, reflected by an annual growth rate of 10.6%. The research also highlights research trends showing a steady increase in AI and marketing topics, reflecting the growing interest in understanding the influence of AI in marketing strategies. Top publications in this field highlight a wide range of topics, from the influence of AI in supply chain management to marketing strategies to improve customer satisfaction. The implications of this research can be used to identify potential collaborations between researchers and institutions, as well as assist evidence-based decision-making in the development of marketing strategies powered by artificial intelligence (AI).